Новые/существующие каналы: управление клиентами и многоканальный сбыт
Хьюз Т.

Выбор новых каналов;
Управление отношениями с клиентами в новых и существующих каналах;
Служба управления отношениями с клиентами в новых и существующих каналах;
Концептуальная структура;
Методика;
Причины добавления новых каналов дистрибуции;
Проблемы управления клиентами: интеграция новых и старых каналов;
Сервис (процессы и персонал) при управлении отношениями с клиентами в контексте новых каналов;
Руководство для менеджеров;
Последствия для теории и направления дальнейших исследований;

Ключевые слова: отношения между покупателем и продавцом, каналы и рынки дистрибуции, каналы коммуникаций, организационная структура

Аннотация

В статье рассмотрены вопросы управления взаимоотношениями с клиентами с точки зрения многоканального подхода к коммуникациям. Несмотря на то, что добавление новых каналов сбыта к уже существующим открывает новые возможности для взаимодействия компании и клиентов, оно также создает ряд трудностей. Интеграция каналов — это стратегический вопрос, требующий изменений в структуре компании и в поведении клиентов.

Журнал: «Маркетинговые коммуникации» — №3, 2006 (© Издательский дом Гребенников)
Объем в страницах: 16
Кол-во знаков: около 38,975

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Хьюз Тим

Школа бизнеса Бристоля, Университет Западной Англии, Великобритания.

Получил докторскую степень в 2003 г. В течение многих лет осуществлял консультирование и занимал крупные посты в сфере управления маркетингом в организациях, предоставляющих финансовые услуги (Великобритания).